While working on a project, I visited a website to check out a product. Since then, I've been seeing their ads all over Facebook and various other sites via Google Ads. Can't run away anymore - it's becoming obvious the power of these two online giants is growing by the day, which leaves the decision about what you will see on the Internet in the hands of only a few. This is something that's very alarming; the Web is becoming too monopolized, and this trend needs to be turned around.

A few months ago, I managed to bookmark my 20.000th link. I always imagined I would be able to say something really inspiring when it would finally happen, but after years of collecting and tagging content on Delicious like mad, proud of the amount of information I've consumed, I ended up feeling a bit empty. Categorization schemes, mashups, systematic repeating of essays and articles, it seems nothing could help me grow anymore. What else can you expect from a passive observer of a world, overwhelmed with unlimited knowledge?

Ever since the times of IRC, there has been a need to categorize specific messages on the internet. With the rise of the social web and increased amounts of information, this habit became even stronger. First popularized by Twitter, the hashtag was introduced in 2007, and since then, found its way into standard offering of the most popular social services (Instagram, Tumblr, Google+, etc.). It seems even Facebook will introduce its own version soon, though people already use them overthere anyways. The hashtag changed the way we create and consume content, and it became a symbol of collaborative publishing in the social era.

What a great year for content! In October 2012, Red Bull Stratos set a benchmark for what can be done with branded content. The jump was watched live on YouTube by 8 million people. A few months later, Gangam style established a new standard for how far online virality can take you. It became the first video to reach 1 billion views on YouTube. Powered by the internet. These two extreme cases probably won't be topped for quite some time (internet time, that is) and are clear leaders in their categories. But lately, I've noticed two other great examples that clearly show something else - where commercial content (promotion) is headed. It's all about delivering experiences, which are created and amplified by digital marketing.

After the initial dissection of the most innovative and well designed blogs, it's time to go behind the scenes. We've seen how some of these blogs look like, but there's even more value in understanding why they look like they do. Every good user experience analysis needs to have a clear overview of the goals and good insight into the problems of the situation, and I will try to outline these by using my blog as an example. A lot can be deducted by monitoring the basic Google Analytics reports.